2024-03-10 18:02:13
INVESTIGATION – With inflation, private labels have become the stars of the shelves. Brands rely on these labels to stand out from their rivals, and give less importance to national and international brands. Enough to change the situation in food factories.
“Prix Mini” (Système U), “Marque Repère” (Leclerc), “Patûrages” (Intermarché), “Reflets de France” (Carrefour), “Our regions have talent” (Leclerc)… Since the surge in Food prices, which have jumped by more than 20% since the start of the war in Ukraine, private labels (MDD) have become the stars of supermarket shelves. Which French person hasn’t bought one when going to a hyper or supermarket? For a long time, these products, whose recipes and packaging are designed by brands and production carried out by subcontractors, were second choice to the big brands. It’s over. Organic, quality, gluten-free, low prices… There are now private labels for all tastes and all social classes. Packaging is ever more sophisticated to attract consumers, and some brands even have premium labels like Monoprix Gourmet at Monoprix, Mmm! for Auchan, or U Saveurs for Sytème U.
The main advantage of private labels is the price. They are on average 25% cheaper than national brands. In these times of crisis in purchasing power, even a price difference of a few cents, as on yogurt, makes a difference. As a result, private labels…
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